MOBILE, Ala. – The University of South Alabama announced Thursday a new partnership with Affinity Licensing to manage its trademark licensing program. USA becomes the fifth Sun Belt Conference school to sign with Affinity Licensing as they join App State, Arkansas State, Georgia State and Troy.

Affinity has a passion for growing brands and commitment to service and technology which attracted South Alabama to the licensing company.  

As part of the agreement which takes effect July 1, Affinity Licensing will act as the exclusive agency to manage the University's consumer products licensing relationships with manufacturers and retailers.  The University will have access to innovative technology and processes that allow for better brand protection, as well as leverage Affinity's retail and merchandising expertise to expand product categories, launch new products, and grow retail distribution. 

"Affinity Licensing is the perfect partner at the perfect time and we look forward to leaning on their knowledge, experience, and expertise as we continue to grow the South Alabama brand," said South Alabama Deputy Athletic Director Daniel McCarthy. "This partnership will expand our presence locally, regionally and nationally by providing a wider variety of licensed merchandise to Jaguar fans everywhere.  As our University continues to take big and bold strides towards the future, we're excited to have Affinity by our side."

"This is an exciting time of growth for Jaguar athletics and for the University of South Alabama.  We are thrilled to be selected as their trademark licensing partner," said Wil Spires, partner at Affinity Licensing.  "We look forward to working with USA's staff, licensees and retail partners to increase branding and revenue opportunities through the sale of officially licensed Jaguar merchandise."

About Affinity
Affinity Licensing is a values-based trademark licensing agency with more than 100 years of collective licensing expertise providing personalized service, industry-leading technology, and strategic revenue objectives to deliver a better approach to brand management.  Affinity Licensing has offices in Carlsbad, California and Winston-Salem, North Carolina. 

For more information about South Alabama athletics, check back with www.usajaguars.com, and follow the Jaguars at www.twitter.com/WeAreSouth_JAGS. Season tickets for all Jaguar athletic events can be purchased by calling (251) 461-1USA (1872).

Join the South Circle, the unrestricted giving option of the University of South Alabama Athletics.  Contributions to the South Circle directly support all 17 sports in addition to various support programming. For more information on how you can join visit: http://jaguarathleticfund.com/give

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